On this episode of Modern Marketing and Measurement, we sit down with Greg Andersen, CEO of Bailey Lauerman, to explore the agency’s groundbreaking “Everything In Between” research. Greg reveals how the study uncovers two distinct consumer mindsets—Pragmatists and Experientialists—and why understanding these audiences is critical for brands navigating today’s polarized marketplace.

From the lessons of New York’s high-energy 90s ad scene to the challenges of building an award-winning agency in Omaha, Greg shares insights on leading through uncertainty, creating a culture that retains top talent, and helping brands connect authentically with audiences beyond the big metros. Learn why influencer marketing isn’t a one-size-fits-all solution, how “reliability core” messaging builds long-term trust, and how brands can safely play a role in bridging societal divides without losing sight of their core values .